Increase downloads with universal app campaigns

Help users discover and install your app across the Google Search Network
(including Google Play), on YouTube, in other mobile apps,
and on more than two million sites across the Google Display Network.

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Marketing

Why it works

Universal app campaigns
for Android save you time in setup, optimization, and ongoing management of AdWords campaigns.
They automatically optimize ad creative, bids, and budget allocation behind the scenes
to achieve maximum install volume at your target CPI.
This automation scales app promotion across the Google networks
to find customers who are most likely to install your app.

AdWords promotes your app to interested users where they spend time on phones and
tablets—with app install ads on Google Play, Google Search, YouTube, and within
apps and across the web.

Best practices

Estimate how much an
app user is worth
to your business
so that you can work out an appropriate cost-per-install that you're willing to pay.

Switch optimization from Focus on getting more installs
to Focus on driving selected in-app actions
if you want to attract users who are most likely to complete an in-app action,
rather than looking for the highest number of new installs.